International Congress and Convention Association (ICCA) honoured
five of its members with a special edition of their Best Marketing Award
(BMA), which celebrates innovation and resilience in a Covid-hit
business events scene.
Given out since 1997, the award recognises the outstanding
achievements of organisations in marketing their destination or product.
This has become extremely difficult in pandemic days, which led to the
Association's decision to introduce this new award applauding the best
examples of leadership in transformation.
"In these economic and societal conditions, we felt that it was
inappropriate to run our normal ICCA Best Marketing Award," said
chairman of the judges and BMA Moderator, Patrick Delaney of SoolNua.
"However, we did want to recognise the amazing role ICCA members have
played in this very difficult situation, so we combined our Global
Destination Sustainability Award and the Best Marketing Award to
highlight the key role in transformational leadership that ICCA members
have played throughout the world."
Of the many applications submitted for consideration, these five
organisations were found to have showcased a winning combination of
creativity, innovation, local outreach, and also leadership in
transformation via strong community engagement and collaborative works.
For instance, in South Korea, KINTEX had reopened amid the pandemic
thanks to an innovative and yet comprehensive framework, which has since
been adopted by various countries globally as the go-to standard in the
business events scene.
Malaysia's Kuala Lumpur Convention Centre (KLCC) identified a gap in
their local supply chain: lack of knowledge among the PCO community of
the scope of work and services required by international planners. KLCC
then formed a partnership with the Malaysia Convention & Exhibition
Bureau (MyCEB) and the International Association of Professional
Congress Organisers (IAPCO) to launch IAPCO webEDGE —an online platform
offering globally accredited training to Malaysian Professional Congress
“The award is a reflection of the team’s commitment and determination
to keep resilient, innovative and to maintain positivity while ensuring
we continue to elevate our market presence and standards of
excellence,” said Angeline van den Broecke, director of global business
development and marketing, KLCC.
The awards were given out at the global hybrid 59th ICCA Congress in
Kaohsiung — the association’s first-ever hybrid, multi-hub event held
virtually from 1-3 November 2020.